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Mary McGuire

Communications & Digital Media Coordinator
City of Boca Raton, FL

Mary McGuire manages the content strategy and execution for the primary social media accounts for the City of Boca Raton, FL, as well as training and support for staff managing 30 other accounts in the City. She also oversees the branding and graphic design standards for the City’s marketing initiatives and digital platforms. During her time with the City, Mary launched the City’s Instagram, Nextdoor, Linkedin, YouTube, Pinterest and Spotify accounts and grew the City’s primary social reach from under 8,000 to over 125,000.

Prior to joining the public sector, Mary’s advertising and marketing career was in corporate America, and she can honestly say she prefers being a public servant. She believes providing accurate and timely communication is essential in today’s government world. Utilizing…and adapting…to the constantly-shifting digital landscape, Mary aims to harness the incredible power of social for the better in order to tell the story and connect with her community.

Mary is a long-standing member of the Government Social Media Organization and served on the Leadership Council as the Southeast US representative from 2018-2021. She’s currently pursuing a Master’s Degree in strategic communications from Michigan State University and FEMA PIO certification. Mary holds a Bachelor of Fine Arts in graphic design and an Associates of Arts in journalism, as well as certificates in Post-Crisis Management and Emotional Intelligence & Diversity Inclusion in the Workplace from the University of South Florida.

Mary McGuire’s Session(s):


12:45pm – 1:30pm Pacific Time — Thursday, December 9, 2021

Panel: How to Grow and Maintain an Engaged Social Media Following

This panel will discuss topics including:

  • Tips for marketers launching a presence on channels from scratch
  • How listening to customer needs and engaging current followers informs account growth and engagement
  • Monitoring and incorporating platform trends to support account growth
  • Defining success in relation to follower growth and engagement and how that can be measured
  • How to incorporate new and emerging features into your strategy
  • Measuring audience growth and engagement over time, and how to use these metrics to inform content strategy

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